It’s official. Rattleback is the last real word ever to be trademarked. Okay, probably not. But, we can attest that finding and trademarking a meaningful name based on a real word in 2012 is really, really hard. In fact it’s so hard that expert naming consultants will tell you not to even try.
Inside The Rattleback Name
A rattleback is a unique object that has ignited human curiosity since prehistoric times. A semi-ellipsoidal top, a rattleback, when spun in its preferred direction spins quickly and effortlessly. When spun in the opposite direction, however, it becomes unstable, “rattles” and reverses direction. As a brand name, Rattleback, perfectly describes what we do – we give clients the clarity they need to get their marketing and business development efforts operating more smoothly and more effectively.
Some Thoughts on Developing A Great Firm Name
While naming is not one of the primary services of our agency, we lead programs from time to time. Through the years we’ve learned a few things about what it takes to develop a great name (and how to avoid ending up with a really bad one):
- Keep it Simple – A great name evokes one simple thought.
- Do Your Research – While the depth of a language is difficult to measure, by scholarly accounts there are probably at least 250,000 words in the English language. So, while a first few brainstorm sessions may run dry, there are untapped words out there if you take the time to explore and study.
- Give it Time – Naming can be a slow and tedious process. To the extent possible, give yourself plenty of time to do research and exploration. Great, unique, trademark-friendly names are found at the edges of language.
- Sit on It – People often believe the right name is going to magically “jump” from a list of hundreds of options. It just doesn’t work that way. Trust your naming consultant to present a small selection of on-target, viable names. Then, live with them for a while.
- Use Them – Take that short list of viable names and post them in common spaces within your office. Speak them out loud, in a sentence like this, “Hi, my name is Marty McFly. I am the CEO of {your awesome name here}.” Do this with your peers, casually within conversation, for at least a few weeks. At the end of those weeks, you’ll have a better sense of which name is right for you.
Getting Equity From a Name Takes Time
A clever name or creative brand can’t push aside fundamental problems in your business model. But, over time a clever name can establish your firm as a contemporary, forward-thinking, category leader. Names like Accenture, Sequent, Janova and Bearing Point are interesting and memorable. But remember, getting value from a name takes time — after all, even Accenture couldn’t build Accenture in a day.